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Download Article (PDF) Advances in Economics, Business and Management Research, volume 80 1st International Conference on Business, Economics, Management Science (BEMS 2019) Study on the Countermeasures of Targeted Measures in Poverty Alleviation by Rural E-commerce in Jizhou District, Tianjin Zipei Wang Business School, Beijing Language and Cultural University, Beijing100083, China [email protected] Abstract. The economic development of rural areas has always been one of the focuses of the central government. In recent years, the government has continuously emphasized the implementation of targeted poverty alleviation policy to liberate poor population in backward areas. With the popularity and development of the Internet, e-commerce has provided new ideas and new ways for targeted poverty alleviation. Taking Jizhou District of Tianjin as an example, this paper starts from the location of the district and puts forward personal suggestions on how to adjust measures to local conditions and to use e-commerce to carry out targeted poverty alleviation. Keywords: Targeted poverty alleviation; e-commerce. 1. Introduction China's poverty alleviation work began in the 1980s and is the only way to enter a well-off society and to bring about a great rejuvenation of the Chinese nation. In 2013, General Secretary Xi Jinping first proposed the concept of “Targeted Poverty Alleviation” during the inspection in western Hunan. Targeted poverty alleviation refers to the poverty alleviation plan that uses scientific methods to formulate targeted countermeasures and precisely helps farmers according to their environmental conditions and personalities. With the improvement of Internet availability and infrastructure, e-commerce has gradually gained popularity in rural areas. Due to its low cost, openness and comprehensiveness, e-commerce has become an important driving force for economic development in rural areas and an important measure for targeted poverty alleviation. In 2015, the State Council Poverty Alleviation Office listed the “E- commerce Poverty Alleviation Project” as one of the top ten targeted poverty alleviation projects. Domestic discussion on targeted poverty alleviation is more targeted at the less developed central and western mountainous areas and less focuses on eastern coastal areas. Therefore, there are few studies to share the development results of the surrounding developed cities. This paper takes it as an entry point, with the example of Jizhou District, Tianjin, to discuss in depth how to use the location advantage in the poverty-stricken areas in the east to promote e-commerce to enter rural areas, driving economic development, and achieving targeted poverty alleviation. 2. Literature Review Different researchers have made targeted research on different links of targeted poverty alleviation. For the poverty alleviation process, Yu Liying[1] divided China's poverty alleviation measures into relief poverty alleviation, development-oriented poverty alleviation and participatory poverty alleviation. Zhang Yujia[2] pointed out that rural e-commerce has three basic modes: A2A, A2C and C2C. The main participants are agents and consumers. Chen Shiping[3] divides e-commerce poverty alleviation into three forms. The first one is Direct-to-Home which makes poverty family directly become commercial tenant by e-commerce platforms, thereby achieving income increase. The second one is participation in the industrial chain which absorbs poverty family and increases employment by e-commerce industry chain built through relevant local enterprises and related platforms. The third one is scale development which shares spillover effects and forms healthy market ecology in the aided areas, enabling farmers to share development results. Guiyang [4] said that poverty family is the mainstay of e-commerce poverty alleviation. Poverty alleviation should firstly provide professional Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 290 Advances in Economics, Business and Management Research, volume 80 training for farmers, and give full play to the role of cooperatives and leading enterprises. Wang Jing [5] proposed to play the role of government in macro view, to establish and improve the incentive insurance mechanism for rural e-commerce poverty alleviation, to use big data management to optimize the poverty alleviation effect, and to strengthen the organizational guarantee force for poverty alleviation. At the same time, many researchers have analyzed the problems that governments, farmers and related enterprises may face in the process of e-commerce entering poverty-stricken areas. Liu Linlin [6] said that the policy planning in some areas stayed at the municipal level, lacking more specific planning and implementation and some government poverty alleviation work was not in place. Moreover, even there were problems such as image projects, which made e-commerce poverty alleviation only nominally. Zhang Hong [7] pointed out that there is a lack of high-tech talents in rural areas. The villagers’ concept is conservative and the production capacity is backward. Besides, it is difficult for them to accept the change of the traditional model. Therefore, the development relies mainly on the government's rigid help, difficult to give play to the subjective initiative of farmers, and hard to guarantee routine attention of the entire e-commerce system. Sheng Qianqian][8] proposed that in the background of e-commerce poverty alleviation, although production has been greatly increased, brand awareness has not been formed with single type of product and obvious homogeneity. In the long run, the market tends to be saturated. Zhang Wei [9] conducted in-depth research on the logistics link and found that some areas are still subject to traffic restrictions and high logistics costs. The “Last Mile” problem from townships to villages has not been effectively solved. It can be seen from the existing literature that e-commerce has developed to a certain extent in China's rural areas, and scholars have also conducted detailed studies on the topic of e-commerce poverty alleviation. In the process of e-commerce poverty alleviation, Jizhou District should pay more attention to adjusting measures to local conditions, combining with the current situation of the region, seeking a road suitable for its own development, and making full use of its advantages while avoiding disadvantages. 3. Development Status and Existing Problems of Jizhou District 3.1 Complex Geographical Environment and Abundant Mineral and other Resources Ji County was originally under the jurisdiction of Hebei Province, and was placed under the jurisdiction of Tianjin in 1973. In 2016, the Tianjin Municipal Party Committee and the Municipal Government abolished Ji County and established Jizhou District, retaining the original administrative region and the seat of the government. It has jurisdiction over 26 townships with a total population of 865,700 and agriculture account accounting for about 81%. Jizhou District is located in the northernmost part of Tianjin, and in the heart of Beijing, Tianjin, Tangshan and Chengde. With an area of 1590 square kilometers and a mountainous area of over 50%, it is the only Mid-Levels County in Tianjin. The terrain is high in the south and low in the north with a step-like distribution and a height difference of 1076.7 meters. 15.42% Mountain area 52.84% 31.74% Plain Swales Land Area of the Whole District Land Area of the Whole District 291 Advances in Economics, Business and Management Research, volume 80 The inland river in Jizhou District is a state river, which joins the Ju River into Jiyun River—one of the main rivers in the northern part of the Hai River Basin. Jizhou District is rich in water resources. Panshan and Beixiaohu mineral spring paddy fields are the best-quality and most abundant mineral water source in Tianjin. Yuqiao Reservoir is an important water source base in Tianjin. Groundwater resources are relatively abundant in Tianjin and water quality is fine. There are more than 30 kinds of mineral resources in Jizhou District. It is the main producing area of Tianjin's solid minerals and nearly a thousand species of wild animals and plants, including rare species. The superior natural conditions and unique ecological environment in the District create a suitable place for the survival of these animals and plants. 3.2 Low GDP and Seriously Backward Secondary Industry In 2017, the total regional GDP of Jizhou District was 39.707 billion yuan, the last among nine suburban Districts of Tianjin, 14.074 billion yuan less than the previous Ninghe District, and 78.383 billion yuan less than the first Wuqing District. Gross Regional Domestic Product (100 million yuan) 1500 1160.9 989.9 1072.67 1060.1 829.62 1000 740.2 680.2 537.81 397.07 500 0 Dongli Xiqing Jinnan Beichen Jizhou Baodi Wuqing Ninghe Jinghai Gross Regional Domestic Product (100 million yuan) 2013-2017 Jizhou District's annual GDP (100 million yuan) and growth rate 5000000 20 14.2 3905365 3925500 3970739 4000000 3509093 15 3168400 12.8 3000000 10 7.5 2000000 5 2.7 1000000 0 -2.3 0 -5 2013 2014 2015 2016 2017 Total Speed increase The dominant industries in Ji County are the primary industry and tourism. In 2017, Jizhou District achieved a total agricultural output value of 6.773 billion yuan, a year-on-year increase of 1.8% according to comparable prices with agricultural added value of 3.25 billion yuan, an increase of 1.9%. The planting area and total output of grain crops and vegetables in the region decreased year- on-year. The main livestock production increased and decreased, with decreased meat, eggs and milk. The output of aquatic products was the same as that last year, and the main body of new agricultural operations continued to grow. Jizhou District is China's first green food demonstration zone and China's mountainous agricultural development demonstration county. The agricultural and sideline products as well as animal husbandry products are unique and supplied to surrounding areas throughout the year.
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